Connections are key to small business success

Tiffan Clark
Tiffan Clark works as VP of IdeaCrossing for JumpStart Inc., a nonprofit venture development organization in Cleveland.

There's an old saying: “It's not what you know, it's who you know.” In business, this is especially true. Entrepreneurship can feel lonely, however it doesn't have to be. But what's the best way to build your network? And how do you bring your advisors together and collaborate effectively once you've found them? Before you begin building your network, it's important to have clear goals in mind so that you can establish what kinds of expertise to look for. Perhaps you need assistance finalizing your business plan or developing an idea that's recently been formulated. Having clear goals in mind is not only useful for you, but also to any potential mentors you may approach. If they know what you're looking for, they can determine for themselves if they are the right candidate, or recommend someone they know with the qualifications you're seeking.Once you've identified your goals and the needed skills, it's time to network. Start by looking at the connections you already have, such as former coworkers or past business connections. LinkedIn allows you to search your 1st and 2nd degree connections by keyword, showing results of people whose profiles contain those keywords. The Groups feature within LinkedIn may also be helpful in finding new connections as you engage with those who fit your mentor criteria.Locally, the Small Business Association (SBA) can connect you to mentors based on the skills and expertise you're looking for. Also, seek out local chamber of commerce or economic development organizations, which are often able to provide introductions to experts by industry, and are a good way to learn about nearby networking events. Alternately, online social event sites like Meetup.com allow you to sign up to receive alerts about local events, or “meetups” related to your interest or industry. Once connections are made, whether to newly identified advisors or with longstanding mentors, it's important to have a single place where everyone can come together to collaborate. For some, this may mean standard face to face meetings. But you may find that not all your advisors can be in the same place at the same time. An online tool such as our own IdeaCrossing can provide a virtual space for collaboration. Each registered entrepreneur is provided with his/her own private online collaboration space, called a Workspace, where advisors can convene and build off one another's insights and experience, by starting discussion threads and sharing documents. Entrepreneurs can also consider using virtual face-to-face meeting tools such as Google+ or Skype. Whatever your approach, it's important to keep in touch with all your connections on a regular basis, whether it's giving them a quick status on your venture, or seeking advice on a new idea. Building your business advisor relationships is a long-term commitment, so don't just focus on how they can help now, but how they can continue to contribute as your business evolves.

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